1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues?
2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this?
This case features the well-known plus-size company, Lane Bryant. Although the company has been around since 1900, they are riding a wave of success that is based on changing weights, body types, and perceptions of beauty. A key element in the strategy of Lane Bryant is the way that they are positioning plus-sized women in society. With new product lines and promotional campaigns, they are sending the message that it’s not only okay to be a plus-size, but that women in this category can be as in-style as anyone.